US gaming supplier International Game Technology has unveiled its new brand identity for both its IGT and DoubleDown Interactive businesses, ahead of the start of tomorrow’s 13th annual Global Gaming Expo (G2E) in Las Vegas.

IGT will launch its new communications strategy and a revamped brand look including a new logo this week, described as “perfectly aligned” with the company’s strategy of developing best-in-class content to be distributed across a range of platforms, according to chief executive Patti Hart.

The company’s new logo and bright blue look comes as it aims to show the gaming industry that the “best content, systems solutions and entertainment” come from "Out of the Blue."

IGT CEO Patti Hart said that the brand re-launch was designed to coincide with the launch of new products and technologies, and cement IGT’s position as one of the leading innovators in the sector.

"This is so much more than a logo change. IGT's new communications strategy, brand look, voice and feel are perfectly aligned with our proven business strategy to create best-in-class content and to distribute it anywhere, anytime," said Hart.

Hart pointed to past innovations such as the roll-out of branded content with Wheel of Fortune Slots, the launch of cloud-based gaming solutions and the acquisition of social casino operator DoubleDown Interactive as key achievements, saying these would provide the platform for future growth and expansion.

“We are not changing who we are. Our brand's next chapter is built upon what has made us great,” she continued, saying that a drive to increase customer engagement would be a cornerstone of the company’s revamped strategy.

“We know that we all win when players engage more,” she explained. “Whether it's the gaming experience that players of all ages crave or optimized solutions designed for operators' success on the global stage, IGT will continue to deliver beyond expectations.”